Article information
RESUMEN
Debido a que los medios tradicionales están saturados de mensajes publicitarios, las organizaciones buscan nuevos formatos de comunicación. Uno de ellos es el product placement en videojuegos. En esta investigación exploratoria se van a analizar las consecuencias de emplazar una marca en esta forma de ocio electrónico en cuanto a transferencia de imagen del videojuego a la marca a través de las emociones evocadas por el videojuego. Para tal fin, en el presente trabajo se desarrolla una escala de emociones adaptada al tema que ocupa esta investigación. Del mismo modo, se analizan las diferencias entre los tipos de product placement y sus efectos en la transferencia de imagen videojuego-marca. Todas las implicaciones se han extraido mediante la aplicación de la técnica cuali-cuantitativa concept mapping, que permite obtener datos con soporte estadístico a partir de un análisis cualitativo. El carácter exploratorio del estudio y el tamaño muestral limitan las conclusiones extraídas.
Palabras clave:
Emplazamiento de productos
emociones
videojuegos
concept mapping
ABSTRACT
As traditional media is being saturated with advertising messages, organizations look for new ways of communications. One of the alternatives is the product placement in videogames. This exploratory research analyses the consequences of placing a brand in this form of electronic entertainment in the sense of image transfer from the videogame to the brand from the emotions evoked by the videogame. So, the present study develops a scale of emotions adapted to the theme of this research. Additionally, this study analyses the differences between types of product placement and their effects in the image transfer. All conclusions are extracted from the concept mapping technique. The exploratory nature and sample size of the study limit the conclusions drawn.
Keywords:
Product placement
emotions
videogames
concept mapping
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